# TRULY skincare Page: https://lovi.care/skincare/uk/brands/truly The Lovi Fit is the same in every country; only the stores and prices differ, and the ones here are for the United Kingdom. TRULY is an American skincare brand founded in 2013 and owned by Nexus Capital Management LP since 2026. [prnewswire.com](https://www.prnewswire.com/news-releases/dollar-shave-club-announces-acquisition-of-truly-beauty-302865796.html) [pitchbook.com](https://pitchbook.com/profiles/company/267685-12) [trulybeauty.com](https://www.trulybeauty.com/blogs/clean-beauty/everything-you-ever-wanted-to-know-about-truly-beauty) [tracxn.com](https://tracxn.com/d/companies/truly-beauty/__Zc2xRzkY8U4oRtYSjG8lMwK9nVsGNRN20HILf3Zas00) TRULY is beloved for its rich moisturizers and thoughtfully crafted formulas. Its products suit dry, normal, and combination skin best. The standout products for particular concerns include the Glass Skin Facial [Serum](https://lovi.care/skincare/uk/ingredients/serum) for acne-prone skin, and the Glazed Donut After Shave Oil for skin with dark spots. Together, these offerings provide a soothing and nurturing addition to any daily routine. This page covers some of the most popular TRULY products; for the whole TRULY range, with a fit score for every product, [use the Lovi app](https://app.pora.ai/vqqJ/j1xj2b6o?af_sub2=brand&af_sub3=selection_note&af_sub4=pg9df43f7bee). ### TRULY moisturizers #### Moisturizers - [Glazed Donut After Shave Oil](https://lovi.care/skincare/uk/p/truly/glazed-donut-after-shave-oil/for/dry-sensitive-skin) — High fit - [Glass Skin Facial Serum](https://lovi.care/skincare/uk/p/truly/glass-skin-facial-serum/for/dry-skin) — Average fit ## Questions and answers ### Is TRULY worth it? TRULY is worth it for most skin types, as Lovi rates TRULY-focused routines Superior for dry, oily, sensitive, combination, and acne-prone skin. Additionally, every product from TRULY on this page lists no fragrance in its ingredients. ### What are TRULY's best products? TRULY's best product for dry skin is Glazed Donut After Shave Oil, which Lovi rates High for that skin type. Glass Skin Facial [Serum](https://lovi.care/skincare/uk/ingredients/serum) is another option on the page, with an Average fit for dry skin. ### Which TRULY moisturizer is best for dry skin? Glazed Donut After Shave Oil is the best TRULY moisturizer for dry skin, where Lovi rates it High, followed by Glass Skin Facial Serum with an Average fit. Every TRULY product on this page lists no fragrance in its ingredients. ### Does TRULY cause breakouts? TRULY is unlikely to cause breakouts for most skin types, as Lovi rates acne-prone skin Superior for the TRULY-focused routine and the TRULY products on this page are free of fragrance. However, the Glazed Donut After Shave Oil is rated Low for acne-prone skin. ### Is TRULY fragrance-free? Yes, every TRULY product on this page lists no fragrance in its ingredients. Lovi rates the TRULY-focused routines as Superior for dry, oily, sensitive, combination, and acne-prone skin. ### What are the key ingredients in TRULY products? TRULY products on this page include key ingredients such as [coconut oil](https://lovi.care/skincare/uk/ingredients/coconut-oil), [aloe vera](https://lovi.care/skincare/uk/ingredients/aloe-vera), [glycerin](https://lovi.care/skincare/uk/ingredients/glycerin), and [green tea extract](https://lovi.care/skincare/uk/ingredients/green-tea). Coconut oil helps keep skin soft and supports hydration, while glycerin maintains skin moisture. Additionally, aloe vera helps soothe the skin, and green tea extract helps protect against oxidative stress. [Clinical, Cosmetic and Investigational Dermatology, 2017](https://pubmed.ncbi.nlm.nih.gov/28860834/) ### How do I build a TRULY skincare routine? To build a TRULY routine, apply the Glazed Donut After Shave Oil followed by the Glass Skin Facial Serum to moisturize and soften the face. Lovi rates TRULY-focused routines Superior for dry, oily, sensitive, combination, and acne-prone skin. ### What are good alternatives to TRULY? Good alternatives to TRULY include CeraVe, Cetaphil, Paula's Choice, Neutrogena, Kiehl's, and Dermalogica. Lovi features dedicated pages for each of these similar skincare brands. ### TRULY vs CeraVe: which is better? TRULY is better for dry skin, where Lovi rates the TRULY-focused routine Superior and the CeraVe-focused routine High. For oily, sensitive, combination, and acne-prone skin, Lovi rates both TRULY-focused and CeraVe-focused routines as Superior. ### Who owns TRULY, and where is it from? TRULY is an American brand founded in 2013, owned by Nexus Capital Management LP since 2026. [prnewswire.com](https://www.prnewswire.com/news-releases/dollar-shave-club-announces-acquisition-of-truly-beauty-302865796.html) [pitchbook.com](https://pitchbook.com/profiles/company/267685-12) [trulybeauty.com](https://www.trulybeauty.com/blogs/clean-beauty/everything-you-ever-wanted-to-know-about-truly-beauty) [tracxn.com](https://tracxn.com/d/companies/truly-beauty/__Zc2xRzkY8U4oRtYSjG8lMwK9nVsGNRN20HILf3Zas00) ### Is TRULY cruelty-free? PETA, Leaping Bunny, and Cruelty Free International, the registries Lovi checks, do not list TRULY as cruelty-free. ## Research behind TRULY's key ingredients - [Green tea polyphenol (-)-epigallocatechin-3-gallate treatment of human skin inhibits ultraviolet radiation-induced oxidative stress](https://pubmed.ncbi.nlm.nih.gov/11181450/) Camellia sinensis extract · Carcinogenesis, 2001 - [Cutaneous photoprotection from ultraviolet injury by green tea polyphenols](https://pubmed.ncbi.nlm.nih.gov/11209110/) Camellia sinensis extract · Journal of the American Academy of Dermatology, 2001 - [Vitamin C-squalene bioconjugate promotes epidermal thickening and collagen production in human skin](https://pubmed.ncbi.nlm.nih.gov/33037252/) Squalane · Scientific Reports, 2020 - [Treatment of acne with a combination of propolis, tea tree oil, and Aloe vera compared to erythromycin cream: two double-blind investigations](https://pubmed.ncbi.nlm.nih.gov/30588129/) Aloe barbadensis leaf juice · Clinical Pharmacology, 2018 - [The 24-hour skin hydration and barrier function effects of a hyaluronic 1%, glycerin 5%, and Centella asiatica stem cells extract moisturizing fluid: an intra-subject, randomized, assessor-blinded study](https://pubmed.ncbi.nlm.nih.gov/28860834/) Glycerin · Clinical, Cosmetic and Investigational Dermatology, 2017 - [Fatty acids based α-Tocopherol loaded nanostructured lipid carrier gel: In vitro and in vivo evaluation for moisturizing and anti-aging effects](https://pubmed.ncbi.nlm.nih.gov/32129554/) Vitamin e · Journal of Cosmetic Dermatology, 2020 - [Clay jojoba oil facial mask for lesioned skin and mild acne--results of a prospective, observational pilot study](https://pubmed.ncbi.nlm.nih.gov/22585103/) Jojoba seed oil, Jojoba oil · Forschende Komplementarmedizin, 2012 - [Topical application of jojoba (Simmondsia chinensis L.) wax enhances the synthesis of pro-collagen III and hyaluronic acid and reduces inflammation in the ex-vivo human skin organ culture model](https://pubmed.ncbi.nlm.nih.gov/38344180/) Jojoba seed oil · Frontiers in Pharmacology, 2024 - [Development of stable tocopherol succinate-loaded ethosomes to enhance transdermal permeation: In vitro and in vivo characterizations](https://pubmed.ncbi.nlm.nih.gov/35274433/) Vitamin e · Journal of Cosmetic Dermatology, 2022 - [Antiacne and antiblotch activities of a formulated combination of Aloe barbadensis leaf powder, Garcinia mangostana peel extract, and Camellia sinensis leaf extract](https://pubmed.ncbi.nlm.nih.gov/31239743/) Camellia sinensis leaf extract · Clinical, Cosmetic and Investigational Dermatology, 2019 - [Tocopherol succinate-loaded ethosomal gel synthesized by cold method technique: Deeper biophysical characterizations for translational application on human skin](https://pubmed.ncbi.nlm.nih.gov/38268219/) Vitamin e · Journal of Cosmetic Dermatology, 2024 - [Effect of an Emollient Emulsion Containing 15.0% of Caprylic/Capric Triglyceride on the Urocanic Acid of the Stratum Corneum](https://pubmed.ncbi.nlm.nih.gov/37109405/) Caprylic capric triglyceride · Life, 2023 ## Similar brands - 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Korean skincare: [Medicube](https://lovi.care/skincare/uk/brands/medicube) - Canadian skincare: [The Ordinary](https://lovi.care/skincare/uk/brands/the-ordinary) - Korean skincare: [Beauty of Joseon](https://lovi.care/skincare/uk/brands/beauty-of-joseon) - Korean skincare: [COSRX](https://lovi.care/skincare/uk/brands/cosrx) - French skincare: [La Roche-Posay](https://lovi.care/skincare/uk/brands/la-roche-posay) - Korean skincare: [Dr. Althea](https://lovi.care/skincare/uk/brands/dr-althea) - Korean skincare: [Some By Mi](https://lovi.care/skincare/uk/brands/some-by-mi) - Korean skincare: [Torriden](https://lovi.care/skincare/uk/brands/torriden) - Korean skincare: [celimax](https://lovi.care/skincare/uk/brands/celimax) - Korean skincare: [Purito](https://lovi.care/skincare/uk/brands/purito) - Korean skincare: [ROUND LAB](https://lovi.care/skincare/uk/brands/round-lab) - Korean skincare: [AXIS-Y](https://lovi.care/skincare/uk/brands/axis-y) - Korean skincare: [d'Alba](https://lovi.care/skincare/uk/brands/d-alba) - Korean skincare: [LANEIGE](https://lovi.care/skincare/uk/brands/laneige) - Korean skincare: [Haruharu Wonder](https://lovi.care/skincare/uk/brands/haruharu-wonder) - Korean skincare: [Pyunkang Yul](https://lovi.care/skincare/uk/brands/pyunkang-yul) - Korean skincare: [innisfree](https://lovi.care/skincare/uk/brands/innisfree) - French skincare: [Caudalie](https://lovi.care/skincare/uk/brands/caudalie) ## About the Lovi Fit Lovi: Unbiased, science-based skincare AI trained on real user outcomes. Lovi rates every product from its full ingredient list with brand-independent rules its dermatologists and cosmetic chemists build and review, and personalizes every pick with AI trained on the real results of millions of users. Lovi trains its fit score models on a proprietary dataset built from more than 10,000 expert-labeled products and more than 100,000 simulated examples, following an internally consistent methodology presented at Cosmoprof, AMWC, and Skin of Color Update. Levels from best to worst: Superior, High, Average, Low, Caution, Warning. Behind these ratings: Nadia Kapleva, MS (Co-founder, Medical Director); Alexey Shagraev, PhD (Co-founder, CEO and CTO); Dr. Sofía Perea Pérez, MD, MSc (Medical Board); Aishani Shah, MD (Medical Board); Asya Zubkova, MS (Medical Board); Hanna Kurets, MD (Medical Board, Medical Advisor); Elina Nazarenko, MD (Medical Board); Victoria Derkova, MS (Medical Board). Page built Nov 8, 2026. More from Lovi: https://lovi.care/skincare/llms.txt ## This page in other countries - United States: https://lovi.care/skincare/brands/truly - United Kingdom: https://lovi.care/skincare/uk/brands/truly (this page) - Ireland: https://lovi.care/skincare/ie/brands/truly - Germany: https://lovi.care/skincare/de/brands/truly - France: https://lovi.care/skincare/fr/brands/truly - Italy: https://lovi.care/skincare/it/brands/truly - Netherlands: https://lovi.care/skincare/nl/brands/truly - Spain: https://lovi.care/skincare/es/brands/truly - Canada: https://lovi.care/skincare/ca/brands/truly - Australia: https://lovi.care/skincare/au/brands/truly - Singapore: https://lovi.care/skincare/sg/brands/truly - Saudi Arabia: https://lovi.care/skincare/sa/brands/truly - United Arab Emirates: https://lovi.care/skincare/ae/brands/truly